what’s happening with freefrom on menus? emma read director of marketing & business...

What’s happening with FreeFrom on menus?

Emma ReadDirector of marketing & business development19 September 2013

• Some context• The Foodservice market and trends• Consumer evidence

• What FreeFrom is available on menus• Frequency• Descriptions

• What are operators doing to change?

What’s happening with FreeFrom on menus?

Some context

The Foodservice market

2012

•Food & drink sales to consumers £43.4 bn

• Excludes drink not served with food

•Food sales to consumers £32.2 bn

•Food sales to operators / operator purchases £10.2 bn•Meals served 7.8 bn

Source: Horizons Market Structure and Trends 2012

Diverse and with variable trends

Plenty of outlets to communicate messages

Market Structure by Number of OutletsMarket Structure by Food and Beverage Sales

Source: Horizons Market Structure and Trends 2012

What about consumers?

• Environmental factors

• Life stage

• Time of day, day of week

• Available spend

Health consciousHealth consciousEthically awareEthically aware

24/7 culture24/7 culture

High expectationsHigh expectations

Used to rewardUsed to reward

Technologically savvyTechnologically savvy

Used to choiceUsed to choice

Penetration of people eating out

Source: Horizons QuickBite July 2013

Where consumers are eating out

Source: Horizons QuickBite July 2013

And when - Day parts are changing

Source: Horizons Market Structure and Trends 2012

What FreeFrom is available on menus?

What menus?

Source: Horizons Menurama Summer 2013

Changing from...

Source: Horizons Managed Pub Context Report March 2013

to this...this...

Ethical Sourcing, Responsible Production and Quality Assurance

Source: Horizons Menurama

Healthy Eating

Brands with Gluten Free menu options

Source: Horizons Menurama

• 27% brands in Menurama now have gluten free options• Up from 21% in Summer 2010• 30% increase in 3 years

‘All of the pasta dishes above can be made with our gluten-free (NG) fusilli pasta’

‘NG’ logo

The small print: ‘NG – no gluten containing agents in this dish… Unfortunately it is not possible to guarantee our busy kitchens are not 100% allergen free. Please inform waiting staff before ordering so we can take extra care preparing your dish.’

Gluten Free menu examples

Good menu examples

Good GF menu examples

Good GF menu examples

Not so good GF menu example

‘All our food is prepared in a kitchen where nuts, gluten & other allergens are present & our menu descriptions do not include all ingredients – if you have a food allergy, please let us know before ordering. Full allergen information is available.’

What are Operators doingto change?

• Changing from:

• To:

Why?

It’s a marketing message

It’s a marketing message

It’s what consumers want

(& expect)

It’s what consumers want

(& expect)

Brands where healthy eating is their ethos - evolving to FF

Brands where healthy eating is their ethos – evolving to FF

• Foodservice is big, diverse and with plenty of opportunities

• Eating out is here to stay

• Consumers needs are changing, and operators are starting to respond

• FreeFrom has evolved from e.g. Low Saturated fat, to e.g. Gluten free. Others will follow

• More still needs to be done:• Communicating about FreeFrom

• On Menus• On Point Of Sale• On Websites

• Product development

In summary

Thank you!

emma.read@hrzns.com